Download - Employing Visual Content for Compelling Storytelling (Toronto - April 2014)

@mpranikoff #VISUALCOMM


Michael Pranikoff

Global Director,

Emerging Media

PR Newswirehttp://about.me/michaelpranikoff

[email protected]

Twitter / @mpranikoff

CNW is the global leader

in innovative communications

and marketing services,

enabling organizations to

connect and engage with their target audiences worldwide


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We have the resources to make your content more

VISIBLE.

We have the distribution &

syndication networkto AMPLIFY your

content.

Our products & services help you

continually ENGAGE your target audiences.


85%of brand marketers are publishing content.

Source: Forrester, October 2013


But only

Source: Forrester, October 2013

The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.

36%are doing it effectively.


Earned Media vs. Branded Content

Source: 2014 In-lab study by Nielsen, commissioned by inPowered


Paid

Media

Traditional

Ads

Owned

Media

Corporate

Content

Earned

Media

Organic

Converged

Media

Promoted

Sponsored Branded

That Is Shared

Based on Altimeter Group Research


! 1st 2nd

Advertisement(Initial Awareness)

Shelf(Point of Purchase)

Experience(Customer Satisfaction)

0

AWARENESS CONSIDERATION INTENT DECISION

DISPLAY CLICK SOCIAL EMAIL

PAID SEARCHORGANIC SEARCH

DIRECTREFERRAL

OTHER PAID

Assisting interaction Last interaction


Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/


Classic Story Arc

x = time

y = tension

opening scene

climax

dénouement

Earned Media

beginning middle end

Adapted from Lou Hoffman - www.Hoffman.com

72 Hours – 96 Hours


The Communicator’s Story Spike

x = time

y = change

Old Way New Way

future

storytellingfodder

Adapted from Lou Hoffman - www.Hoffman.com


BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane Smith

[email protected]

555-555-5555

CEO, XYZ Corp.

The brand continuously delivers

relevant content & establishes

its worth to the audience

The audience trusts the brand

enough to identify themselves &

grant permission for engagement


Source: UberFlip


Headline

Article

…8 will only read the headline…

…and only 2 will make it to the

article.


One in five people

1 in 5 people


Number/TriggerKeywordAdjective PromiseHeadline_______________

+++


HOW TO WRITE HEADLINES THAT ARE

BETTER THAN BACON-COVERED BACONTrigger

Adjective

Keyword

Promise


• Make your news easy to read and

digest. Think “info-snacks”

• Use bold to separate ideas – But

Don’t Overdo It!

• Bullet points are great to use. –

Make this your Tweet.

•Think about having a “Quotes”

section instead of burying the

quote.

•Easy To Read means Easier to Use!


• Use links in content – Actionable links that bring the user

to where they should directly be going.

• Only use 1-3 links in online content today…but

there are exceptions. Links should be near the top of the

release.

• Don’t Add Too Many Links – The search engines will

knock you for too many links.

•Anchor Text can still be used, but we recommend old

fashion links – http://www.yourlinkehere.com because it

tells Google & the reader where you want them to go.

http://www.yourlinkehere.com/


Use Less Words

@mpranikoff #VISUALCOMMSource: http://neomam.com/interactive/13reasons/


of what they SEE & DO

80%of what they READ

30%

Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.


Using multimedia in

your releases increases

journalist and public

engagement By 35%According to internal sample research comparing press releases that contain multimedia with those that do not.


2010Still, multimedia is added to only 14% of releases.



Multimedia usage doubled.


Image source: TED.com


Launched on April 3, 20143,704,585 Views

(as of April 24, 2014)


After 3 DaysAfter 30 Days


Content Must Be Mapped To

Business Objectives


Content Must Be Appealing


TRUST RELIABILITY DELIGHT

Publish a steady

stream of content

Keep it relevant

& interesting

@mpranikoff #cnw